Tier 2 and Tier 3 Cities Now Drive Nearly Half of Pet Care Demand
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Chandigarh: India’s love for pets is spreading beyond the metros, as Tier 2 and Tier 3 cities emerge as powerful growth engines for the pet care industry. What was once considered a niche urban lifestyle choice has now become a nationwide movement—fueled by changing lifestyles, shifting work patterns, and a deeper emotional connection between people and their pets.
According to industry insights shared by Nitin Jain, Chief Operating Officer, Godrej Pet Care—maker of the Godrej Ninja brand of dog food—metros such as Mumbai, Delhi, and Bengaluru, which just five years ago accounted for nearly 60% of pet care demand, now represent only 45%. The rest is being driven by smaller cities and towns, which are embracing pet parenting at a remarkable pace.
What’s Fueling the Pet Care Boom in Smaller Towns?
Several socio-economic and cultural shifts are converging to create the perfect environment for this trend.
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Remote and Hybrid Work Models
With more companies adopting flexible work arrangements, many professionals have returned to their hometowns or relocated to quieter cities. The availability of larger living spaces, family support, and less stressful routines has made it easier for people to welcome pets into their homes. -
A Younger, Digitally Native Generation
Millennials and Gen Z, particularly in smaller cities, are well-informed and connected through online pet communities and social media. They seek advice, share experiences, and discover products through digital platforms, making them more open to exploring categories like toys, clothing, and accessories—items once considered optional. -
Economic Growth in Tier 2 Cities
As corporations expand operations and establish regional hubs outside major metros, dual-income households in these areas are increasing their spending on quality packaged food, healthcare, and accessories for pets. This has led to a premiumisation of the pet care market, with a clear shift towards healthier, more convenient, and specialised products.
Changing Adoption Patterns and Breed Preferences
The rise of first-time pet parents is particularly striking in smaller cities. The proportion of first-time pet owners is growing faster in Tier 2 and Tier 3 regions than in urban centres, reflecting an expanding base of new pet families.
Breed preferences also differ by geography. Metros are seeing a rise in smaller breeds, better suited to compact apartments, whereas medium-sized breeds remain more popular in smaller towns, where space constraints are less of an issue.
Pet Care Spending on the Rise
Pet ownership is no longer a modest household expense—it’s becoming a significant part of the family budget. Industry estimates suggest that pet parents in India now spend around ₹50,000 annually on pet care, amounting to 5–8% of household income.
While spending patterns vary, premium packaged food, veterinary care, accessories, and treats have emerged as core expenditure categories. In urban and semi-urban households alike, monthly expenses can climb substantially when factoring in specialised diets, grooming services, and enrichment products.
Market Outlook: Rapid Growth Ahead
India’s pet care market is projected to double in size to $2.5 billion by FY27–28. This growth is being driven by:
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Premiumisation: Consumers are moving from generic products to specialised, nutrient-rich pet foods and customised healthcare solutions.
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Retail Expansion: Pet products are increasingly available in offline chains, standalone stores, and e-commerce platforms.
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Increased Awareness: Campaigns around pet health, adoption, and responsible ownership are expanding the base of informed pet parents.
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Rising Affordability: A growing middle class with more disposable income is willing to spend generously on pets’ well-being.
However, industry experts stress that this expansion is not just about market size—it’s about evolving lifestyles. The emotional bond between humans and pets is deepening, and pets are now being treated as integral family members, not just companions.
A Lifestyle Shift, Not a Passing Trend
“Pet parenting is no longer restricted to metro cities,” says Nitin Jain. “We are seeing significant traction from Tier 2 and Tier 3 markets, where people are increasingly willing to invest in high-quality food and care for their pets. This is a lifestyle change that’s here to stay.”
This lifestyle shift is visible in everyday routines—morning walks, regular vet check-ups, curated diets, and birthday celebrations for pets are now common even outside urban centres. Social media has amplified these changes, allowing pet parents from small towns to connect, share, and feel part of a larger community.
Conclusion
As India’s smaller towns embrace pet parenting with enthusiasm, the country’s pet care industry is entering a new era of growth and inclusivity. With stronger emotional connections, better access to products and services, and rising disposable incomes, the future of pet care in India is as much about companionship as it is about commerce.
From Gurugram to Guwahati, Mysore to Meerut, the message is clear: pet love knows no city limits.
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